While “drip marketing” generally means scheduling emails to go out on a particular rhythm – perhaps once a week, or once every 10 days, with “nurturing” as a variation of drip marketing campaigns, trigger emails are exactly what they sound like – automated emails that are triggered by a specific action taken by a prospect or customer.
How to Use Trigger Campaigns
This swift response makes trigger emails highly relevant to where the person is right now. Right now is key – responding quickly means you’ll catch someone at the time they’re actively thinking about the product or topic that triggered your email.
For example, let’s say you have a short ebook you want people to download. The email you design that thanks the person for downloading as soon as they’ve done it is a trigger email. In it, you’ll then invite them to ask any questions they may have, any time, and provide an email link for that. If the person clicks a specific link in the ebook, you should regard that as a trigger, too, and send an email relevant to the topic or product associated with that link.
Three More Ways to Use Trigger Campaigns:
- Target Non-Action Customers: There are other circumstances that can trigger a new email, too, including non-action. What about leads you’ve been nurturing with ongoing emails that haven’t clicked on a link for a long time? How about sending them a specific email that is designed to re-engage them? Perhaps you can offer a special discount or a limited free trial to see if you can get them engaged. Once they respond to the pitch, of course, you’ll want to send a new course of nurturing emails.
- Target Existing Customers: Trigger campaigns aren’t just for leads – they are also for actual customers. People who have already bought from you are your very best leads for an up-sell. When a customer purchases, immediately send a confirmation email, and thank them for the sale. Shipment of a product should trigger another email, one that gives the customer some idea of when to expect their purchase – and maybe a tracking number, too. Once you know the purchase has been received, you should send another email. Ask for feedback, or explain a way to get more value from the product they’ve purchased.
- Target Customers Using Data: Trigger emails can be highly personalized. How about an email to wish a customer a happy birthday? How about a special offer once they’ve been a subscriber for a year?
You could suggest Product X to someone who’s purchased Product Y, because your customer research has shown that a large percentage of Product X purchasers also like Product Y. You could also hold a special event or offer a sneak peek at your newest gizmo to customers who’ve spent more than a given amount within a specific time frame. Let them know they’re special when you send that email – that they are part of a very limited and exclusive group. (Zappos does this for VIP customers.)
Marketing automation is the ideal tool for trigger campaigns. It’s perfect for setting the rules for different kinds of trigger campaigns, executing automatically, and keeping track. Once you start creating trigger campaigns, you’ll realize how powerful and effective they can be.
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